CRO for B2B - 5 Tricks for Best Business Impact

Email address:

Connect with Author

Indrajeet is a Marketing professional with 6+ years of experience in managing different facets of Digital Marketing. After working with SpiderG - a Pune based SaaS startup, he is now ready to work as a freelance marketer with different SaaS startups helping them with marketing strategy, plan and execution. His love for old-school hard rock and metal music culminated in taking up guitar and starting www.guitargabble.com.

He’s studying Stoic philosophy, experimenting with productive habits and documenting the progress. Get in touch if you’re keen to know how you can implement pro-wrestling tactics in your marketing, community building and storytelling.

Conversion Rate Optimization (CRO) is a process of optimizing the elements and content of your website to increase the likelihood of a visitor completing a desired goal. CRO for B2B brands is crucial as the purchase cycle tends to be longer due to the pricing, adoption barriers and people involved in making the decision.

To successfully implement CRO tactics for improving the conversion rate, keep in mind the following 2 things:

Focus on only one goal per page. If you want people to sign-up for a trial of your product, don’t ramble about the latest industry report that you have just published. Dedicate a separate landing page for that report.

To see what works, adopt A/B testing in your methodology and focus on only one element when performing it. For example, to check the optimum form length, play around with the number of form fields, don’t tweak the CTA button while doing so.

1. Forms

To see what works best, test the following 2 elements with the landing page forms.

The number of form fields: When designing a form, avoid using too many fields. If you are not sure, take the buyer’s journey into consideration. For example, for the awareness stage content, is it really necessary to get their phone number? An official email would suffice.

Figure out the bare essential information required to qualify a lead. Because you risk losing a lead for every irrelevant field in a form, remove all the barriers that might make the visitor leave your page.

Use forms above the fold: To increase the conversion rate, compel the visitor to take action as early as possible. To achieve this, keep the form above the fold so that the visitor knows what action needs to be taken. Of course, there might be some instances where it is not feasible to keep the form above the fold. In such cases, at least place a call to action button above the fold that takes the user to the designated form on the page.

2. Call to Action Button

Do you know what is the most important element on a page that makes the conversion? Yes, it is 'call to action' (CTA). It has been repeatedly told that CTA needs to be compelling, strong and should invite the user to take the action, but how do you figure out what CTA should go on the page? Because there are so many decisions to be made! What should be the color, size, and font of the CTA? Should I use “Free Download” or “Download My Free eBook” as the CTA? Where should I place the CTA? It gets overwhelming. To optimize your CTA, A/B test these variations to know what drives the maximum conversions.

Tip: Offering too many choices disperses your visitors as they are being guided by their intuition. It’s the paradox of choice. Too many choices discourage the user to make a decision. To avoid this, keep only one CTA per page, and it should be fueled by the goal of the page, as discussed above. The aim is to let the CTA drive their behavior resulting in conversion.

Bonus Resource: If you are not sure how to go about optimizing the load time, here is a primer on the topic to get you started.

4. Customer Value Proposition

Your web pages should clearly describe the value proposition your product offers. Customer value proposition convinces your end users why your product is better than that of your competitors. From a user’s perspective, your copy should tell the benefits rather than explain the features. You can express your value proposition through the headline, sub-headline, body copy, feature section, testimonials etc.

5. Highlight Social Proof

It is always advisable to be expressive about your product benefits and advantages that are mentioned by your customers. Flaunt it on your website. Social proof is an influencing factor when it comes to converting a visitor into a customer. It breaks the monotony of the product talking about itself and shows how it is helping your customers.

You can use social proof through customer testimonials, embedding social media reviews, case studies, social shares etc. Also, include a privacy policy on the page as it ensures the visitors on how their data will be used.

Tip: If you have got a decent user base already, displaying how many people have registered for your newsletter or have downloaded your content can help you generate even more conversions.

Conversion rate optimization is a systemized process that can’t be quickly fixed. It requires the iterative approach of forming a hypothesis, running the test, tracking and analyzing the results till you get desired results. Let data guide your decisions, and you will be well on your way towards optimizing your conversions.